BADHAHI

A social cohesion messaging campaign

A graphic from the campaign. As governments enforced lockdown measures, most women continued to juggle household chores, care work and paid jobs. This graphic outlines that COVID-19 recovery can provide us with an opportunity to shift this reality and actively work towards changing gender stereotypes.

The ongoing COVID-19 pandemic presents unprecedented challenges. In addition to health crisises, the pandemic risks exacerbating exiting social issues and amplifying vulnerabilities across the globe. The Maldives is no exception. Securing social cohesion requires targeted efforts and narratives that focus on promoting inclusive governance, and building compassionate societies that promote resilience based on shared identity, history and culture while celebrating the diverse experiences of all Maldivians.

Identifying a strong need to strengthen targeted efforts and narratives that build cohesive and compassionate societies, BADHAHI is a holistic social cohesion messaging campaign that promotes peace, tolerance, and respect for diversity. By producing messages and content under these themes, the campaign seeks to counter hateful narratives by presenting alternatives that depict collective good and achievement while reinterpreting what it means to be a Maldivian. With social media videos and graphics, radio advertisements, and TV commercials, the BADHAHI campaign is a successful example of communications for development.

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